Brand Transformation
Building a brand for what comes next.
A forty-year-old industrial group repositioned for a generation of partners who had never heard of it.
- Client
- Kalu Group
- Year
- 2026
- Location
- Lagos, Nigeria
- Services
- Brand Strategy, Brand Architecture, Visual Identity, Print Production
The challenge
Kalu Group had grown through acquisition into eleven operating companies with no shared story, no shared identity and a reputation held entirely by people over fifty.
Our approach
We ran an intelligence phase across staff, customers and regulators, wrote a single positioning that survived every business unit, then built a brand architecture and identity system that could absorb the next ten acquisitions.
The outcome
One group brand, eleven aligned businesses, and a graduate application rate that tripled in the first recruitment cycle after launch.
Gallery
- Strategy: Polongo Strategy Unit
- Design: Polongo Creative
- Production: Polongo Print
Start here
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